Holly Willoughby announced that she is launching a lifestyle blog Truly this autumn, and fans can rest assured that it won't be Britain's answer to Gwyneth Paltrow's luxury wellness site Goop.

The This Morning TV presenter shared the exciting news about her new brand and website with fans on Instagram over the weekend, writing the post: 'So...finally I get to tell you about something I've been working on passionately and secretly for a long time...

'This is TRULY, my new lifestyle brand that launches in the Autumn. I'd love you to be part of the Truly family so please register here truly.co.uk (find the link in my bio above) to find out more and keep updated on all things TRULY. Let the adventure begin!'

When asked by the Guardian whether if it's going to be a 'British Goop', Holly laughed and replied: 'So the only things I've heard on This Morning about Goop, we had some sort of vagina steamer thing that you put on the toilet with herbs and stuff.

'As yet, on our list, there's no vagina steamer.'

The e-commerce site was inspired from a series of baby books that she wrote with her author sister Kelly Willoughby. Holly's daily fashion posts on Instagram which detail her This Morning and Celebrity Juice outfits prove hugely popular amongst fans, and are expected to feature on her blog.

Truly will also oversee a charitable foundation, and provide an online community where people can talk and share.

'For me, being a woman, it's nice to have a space where you can have that honest, open conversation that isn't too militant or frightening or one-way,' she continued.